The Growing Digitalization of E-Commerce in the MENA Region: Consumer Behavior and Shift Towards Digital Payment Methods
Ali Matar, Marwan M. Abdeldayem, Saeed Hameed Aldulaimi
Abstract
In the MENA region, e-commerce has grown rapidly, and digital payment methods have been adopted; this is especially true in the wake of the COVID-19 pandemic, as this study analyses. The MENA area has witnessed a notable shift in consumer behavior, with a notable rise in online shopping and a move towards digital channels. Based on the findings, there has been an increase in e-commerce activities, and most customers have chosen digital payment methods. Digital wallets and financial apps have become more popular, while cash on delivery has decreased. These developments underscore the growing digitalization of the area and the necessity for companies to provide safe and easy online shopping experiences in order to adjust to shifting consumer taste.